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St. Croix appoints new rep to handle US West Coast sales

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John Sherman and his Sherman Sales Team company has been appointed to handle US West Coast sales for award-winning rod manufacturer,, St. Croix.
↑ Jose Rubio is part of the Sherman Sales Team that will be handling sales of St. Croix products in the West Coast region of the U.S..
↑ Lifelong angler, Keoni Watson, will be looking after the sales of St. Croix products in Hawaiii's key saltwater market.

The Sherman Sales Team has been appointed to handle US West Coast sales for prestigious rod company, St. Croix.

John Sherman, Jose Rubio and Keoni Watson will support St. Croix dealers and anglers throughout California, Arizona, Nevada and Hawaii.

“In our model, the work and involvement of our sales representatives extend beyond the sales team itself,” said St. Croix Director of Sales, Steve Self.

“They are also extensions of our marketing, communications and product development teams. We rely heavily on them for feedback from our dealers and anglers in the specific regions they represent, so we can make sure we’re constantly achieving our primary mission of giving anglers the upper hand in any fishing situation. 

“Ultimately, that means delivering the specific rods they need for where and how they fish. John (Sherman) and his team have already established those kinds of connections with the West Coast angling community and we couldn’t be more excited about tapping their expertise for the benefit of our western anglers and dealers.”

Sherman has been in the fishing industry for 25 years and has represented premier brands, including Simms, Sage, Umpqua, RIO Products, Scientific Anglers, Waterworks Lamson, Buff and Hatch Outdoors.

“There’s no other brand in the fishing industry quite like St. Croix,” said Sherman. “It’s a family-owned, American company with an incredible leadership team making exceptional, angler-driven products. Our team is really proud to be representing St. Croix on the West Coast, where anglers have some pretty specialised needs.”

Jose Rubio has for the last three years worked in the fishing department at Sweeny’s Sports Shop in Napa, in both the fly and conventional sections of the store. Before that he was at Leland Fly Fishing Outfitters for two years. He is also a casting instructor and part-time guide.

Surfing legend and lifelong angler,  Keoni Watson, has been a sales representative in the Hawiian Islands for almost 25 years. After starting in the action sports market he has extended his brand portfolio into the outdoor and fishing sector. He will drive sales in Hawaii’s key saltwater market. 

St. Croix was founded more than 70 years ago and is headquartered in Park Falls, Wisconsin. It has manufacturing facilities in Park Falls and Fresnillo, Mexico.

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